Meta's Muse bets AI agents will bypass Apple's App Store toll booth
FinanceYF5 · x · 2026-09-23
Zuckerberg has spent years building a way around Apple, and the answer is reportedly called Muse. Apple's 2022 rule changes alone created roughly a $10B revenue headwind for Meta, which has long handled distribution while Apple controlled the platform.
The thesis: if AI agents operate apps on users' behalf, people stop opening apps one by one, and the App Store stops being a toll booth — a power reversal reminiscent of the early App Store era. The author argues markets keep underestimating Zuckerberg's ability to adapt.
Related event: Meta's Muse AI Agents Threaten to Bypass Apple's App Store Toll(2 posts)→
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